Hotel firm glh, the London-based subsidiary of Singapore-listed GuocoLeisure Group, has announced the launch of a new four-star hotel brand called Amba.
The move by glh, which was formerly known as Guoman, is a re-branding of the four remaining Guoman hotels, following the recent announcement that the fifth Guoman - Royal Horseguards - is to be tagged under the new five-star brand Clermont.
The company said Amba is expected to have 2088 rooms in London by 2015. There are plans for glh to invest a further £70m into the chosen four-star hotels.
Glh said that the decision to introduce the Amba name came after market research which showed there was a "significant opportunity" in the four-star market, with better service and better technology.
Rooms in the newly branded hotels will feature Smart TVs and free WiFi.
Glh said it had plans to grow the Amba brand in the UK to around 30 properties, with further growth internationally in China, Malaysia, and the USA.
Mike DeNoma, CEO of glh, said: "We're excited to launch Amba a new hotel brand that signifies our intent and ambition to unlock human potential and give property owners and developers a new deal in the four-star market. We want to be the first port of call for developers, owners and investors who want a new deal from a hotel management company."
Colin Roy, chief marketing officer, said: "Four-star hospitality can be impersonal and lack differentiation. The launch of Amba signifies a step change in the market. An Amba hotel will combine a fantastic location with genuine warmth, intuitive service and technology to ensure that both business and leisure travellers get the most out of their stay. From booking to check out, we will endeavour to offer our guests a more personal and authentic service which will leave them feeling refreshed and recharged."